以天士力集团为代表的中成药企业积极响应国家战略部署，在国际市场中实现了 重要突破，取得了巨大成就。但与发达国家相比，中成药企业的国际市场竞争力依然 较弱，在全球中草药市场中所占比重较低。介于当前国际市场竞争不断加剧，如何在 激烈的国际市场竞争获得竞争优势成为中成药企业的战略焦点，尤其是如何基于自身 的优势与机遇实现国际市场的长远可持续发展，并制定与本企业发展战略相匹配的国 际市场营销战略，从而在国际市场竞争格局中占据有利位置，成为了理论界与实务界 聚焦问题之一。 论文以天士力集团为例，通过回顾重要的营销理论，如比较优势理论、市场细分 理论以及国际市场营销理论，分析其现有的国际市场营销体系和组织架构存在的问 题，发掘内在原因，重构其国际市场营销策略体系，补充并指引我国中成药企业国际 市场营销问题的理论和实践。 本文采用文献研究法与案例分析法，对天士力集团的国际市场营销策略体系进行 了分析，指出了其国际市场营销策略存在的问题，并进一步分析了问题的内在原因。 具体而言，天士力集团国际市场营销策略存在着目标市场进入模式单一、企业国际品 牌影响力不足、目标市场产品认可度较低、产品线中消费者可选择产品数量较少、目 标市场的技术壁垒限制以及国际市场营销渠道混乱等六个方面的问题。论文进一步剖 析了造成上述问题的具体原因。接下来，针对问题原因分析，从以下六个方面对天士 力集团的中成药产品开展国际市场营销策略优化：从目标市场开发战略着手，实现市 场开发战略的系统化设计；基于“互联网+”发展构建基于“互联网+”的品牌推广 策略；从文化传播视角提出中医药文化的创新与传播策略；从产品线完善角度，提出 了产品研发策略；从技术壁垒视角提出了知识产权保护的策略；最后提出了海外市场 营销渠道管理的相关对策。在此基础上，从企业的组织结构、资金投入、技术开发以 及人力资源等四个角度提出了优化对策的保障措施。 关键词：中成药，国际市场营销，营销策略II Abstract Chinese patent medicine companies represented by Tasly Group actively responded to the national strategic deployment, achieved important breakthroughs in the international market, and made great achievements. However, compared with developed countries, the competitiveness of Chinese patent medicine companies in the international market is still relatively weak, and their share of the global Chinese herbal medicine market is relatively low. In the current international market competition continues to intensify, how to gain a competitive advantage in the fierce international market competition has become the strategic focus of Chinese patent medicine companies, especially how to achieve long-term sustainable development of the international market based on their own advantages and opportunities, and formulate development with the company The international marketing strategy that matches the strategy, thus occupying a favorable position in the international market competition, has become one of the hot spots that the theoretical and practical circles pay attention to. Taking Tasly Group as an example, the paper reviews important marketing theories, such as comparative advantage theory, market segmentation theory, and international marketing theory, analyzes the existing problems in its existing international marketing system and organizational structure, and explores the internal reasons. Construct its international marketing strategy system, supplement and guide the theory and practice of international marketing issues of Chinese patent medicine enterprises. This article adopts the literature research method and case analysis method to analyze the international marketing strategy system of Tasly Group, points out the problems in its international marketing strategy, and further analyzes the internal causes of the problems. Specifically, Tasly Group’s international marketing strategy has technical barriers such as a single target market entry mode, insufficient corporate international brand influence, low product recognition in the target market, fewer products available from consumers in the product line, and technical barriers to the target market. Restrictions and chaos in international marketing channels are six issues. The paper further analyzes the specific reasons for the above problems. Next, according to the analysis of the causes of theIII problem, the international marketing strategy of Tasly Group's proprietary Chinese medicine products is optimized from the following six aspects: starting from the target market development strategy, realizing the systematic design of the market development strategy; building based on the "Internet +" development Brand promotion strategy based on "Internet+"; proposes the innovation and communication strategy of traditional Chinese medicine culture from the perspective of cultural communication; proposes product research and development strategies from the perspective of product line improvement; proposes the strategy of intellectual property protection from the perspective of technical barriers; finally proposed Measures related to the management of overseas marketing channels. On this basis, safeguard measures for optimized countermeasures are proposed from four perspectives: the enterprise’s organizational structure, capital investment, technological development and human resources. Key Words: Chinese patent medicine, International marketing;,Marketing strategyIII 目 录 摘要...........I Abstract......II 目 录........III 第 1 章 绪 论...........................1 1.1 研究背景及意义.................1 1.1.1 研究背景.................1 1.1.2 研究意义.................3 1.2 文献综述.............................4 1.2.1 国外研究动态..........4 1.2.2 国内研究动态..........5 1.2.3 文献评述..................8 1.3 研究内容与技术路线.........9 1.3.1 研究内容..................9 1.3.2 技术路线.................9 1.4 研究方法..........................11 1.5 创新点11 第 2 章 相关概念与理论基础..............................12 2.1 相关概念...........................12 2.1.1 中成药概念及产品特征.......................12 2.1.2 国际市场营销.......13 2.2 理论基础...........................13 2.2.1 比较优势理论.......13 2.2.2 市场细分理论.......14 2.2.3 市场营销组合理论..............................14IV 第 3 章 天士力集团中成药国际营销现状分析..17 3.1 天士力集团概况..............17 3.2 天士力集团中成药发展历程及现状.............17 3.2.1 天士力集团中成药发展历程..............17 3.2.2 天士力集团中成药发展现状..............19 3.3 天士力集团中成药欧亿·体育（中国）有限公司现状.........................21 3.3.1 潜在竞争者进入能力..........................21 3.3.2 供应商议价能力...22 3.3.3 消费者议价能力...22 3.3.4 替代品替代能力...22 3.3.5 同业竞争能力.......22 3.4 天士力集团中成药国际营销策略.................23 3.4.1 天士力集团海外市场营销总体现状...25 3.4.2 天士力集团国际市场营销的战略与目标.........................26 3.4.3 天士力国际市场营销策略的思路与实践.........................27 第 4 章 天士力集团中成药国际市场营销策略的问题与原因分析.30 4.1 天士力集团中成药国际市场营销策略的问题............................30 4..1.1 目标市场进入模式单一.....................30 4.1.2 企业品牌国际影响力不足..................30 4.1.3 目标市场的产品认可度较低..............31 4.1.4 产品线中可供消费者可选择产品数量较少.....................31 4.1.5 目标市场进入面临技术性壁垒限制...31 4.1.6 国际化市场营销渠道体系混乱..........32 4.2 天士力集团国际市场营销现行策略问题的原因分析.................32 4.2.1 目标市场开发策略缺乏系统性..........32 4.2.2 企业品牌建设滞后..............................32 4.2.3 中西文化认知差异的影响..................33 4.2.4 产品研发与市场开发不同步..............33V 4.2.5 研发缺乏知识产权建设及保护意识..33 4.2.6 海外营销渠道管理体系尚未形成......34 第 5 章 天士力集团中成药国际市场营销策略的优化与保障.........35 5.1 天士力集团中成药国际市场营销的优化策略.............................35 5.1.1 推进多元化市场开发策略..................35 5.1.2 实施“互联网+”的品牌推广策略....36 5.1.3 重视中药文化传播..............................37 5.1.4 丰富产品线产品种类..........................38 5.1.5 提高知识产权保护能力......................38 5.1.6 加强海外市场营销渠道建设..............39 5.2 天士力集团中成药国际市场营销策略优化的保障措施............40 5.2.1 组织保障...............40 5.2.2 资金保障...............41 5.2.3 技术保障...............41 5